Ocheretyanyy, A.

Vvedenska, T.Y.

English

Brüggemann, Stefan

Marquardt, Wolfgang

Publikationsserver der RWTH Aachen University

Conceptual design of distillation processes for mixtures with distillation boundaries: 1. computational assessment of split feasibility

RWTH Publications

Stefan Brüggemann

Wolfgang Marquardt

Crossref

AIChE Journal

Conceptual design of distillation processes for mixtures with distillation boundaries: I. Computational assessment of split feasibility

Vvedenska, T. Y.

Scientific hub Dnipro University of Technology

Ocheretyanyy A.T.Y. Vvedenska, research supervisorNational Mining UniversityCROSS-CULTURAL SPECIFICS OF AN ADVERTISING MESSAGEIn the modern world, when mass media are becoming more and moreinternational and global, advertising is often viewed as a barrier to cross-culturalcommunication because it is often uncritically borrowed from one social andcultural environment and exposed to another one.Such situation accounts for the necessity to adapt the advertising message tothe social, cultural and political specifics of the accepting market of consumers.The problem of text perception dependence upon the language and socialenvironment has been studied in the works of Sapir, Warf, Smith, Leontiev,Zimnyaya, Makovskyy and others. As many authors state, a full-pledgedperception of the original or translated text depends on historical, cultural, andeveryday realia of the related countries. If a copywriter ignores the peculiarities ofthe addressee’s culture, it can result in inadequate perception of the informationcontained in the advertising message.It has been established that the advertisement impact depends on themotivational sphere of the consumer and on the structural organization of the textper se. Among other influential factors is education level, value system of therecipient, his social status or cultural type. However, the problem of the advertisingmessage adaptation to the needs and expectations of the receiving audience has notbeen studied sufficiently yet. There is no universally accepted method of adaptinga foreign language advertising message to the specific picture of the consumer’sworld.When a marketer faces the problem of cross-cultural advertising textadaptation, he should depart from the idea that socio-psychological difference ofthe original and local consuming audience determines the difference in the textperception. Besides, one should be fully aware that these differences are deeplyrooted in cultural, historical and ethnopsychological conditions of a cultureexistence.The text of an advertisement is a quintessence of the whole advertisingmessage; it aims at shaping the readers readiness to perceive the information thusgiven in a definite way and attempts to produce an impact on the motivationalsphere of the recipient.  To understand any message completely it is necessary thatthe sender and the recipient of the information should operate the same system ofsigns. At first sight, all the problems of the message transcoding are successfullydealt with in the process of linguistic translation. Meanwhile, the slightest lapse orinaccuracy of the translator’s job may result in the difficulty or even inability toperceive and understand the advertisement message. To overcome this hurdle, thetranslator should act as a go-between for the two cultures and “build a bridge”easily accessible for both.Even the most approximate comparison of two cultural audiences – say,French women and Ukrainian women – will demonstrate dramatic difference intheir approach to evaluating the advertising message and, consequently, in theprocess of their decision making.Thus, stereotypical portrait of a modern French woman is characterized byself-reliance, sociability, impulsiveness, career orientation, self-confidence. Whilea Ukrainian woman is usually associated with kindness, patience, self-sacrifice,loyalty, modesty, unpretentiousness and dependence on a man. Consequently theirpreferences in selecting the most influential arguments in the process of buyingwill be rather different if not diametrically opposite. A research has been donerecently applying the method of content analysis to French and Russian advertisingtexts. The scholars singled out several categories of advertising messages taking asindicators the key words of the texts. Having ranked the categories according to thechoice of respondents in two cultural groups, the researchers were able todetermine the hierarchy of motivation for purchase typical of French and Russianwomen. It turned out that the most impressive motives for Russian buyers were:expectation of a marvel, realization of a dream, life activity, emotional discharge,disposal of problems and the desire to look attractive. While the French consumersselected before all striving for pleasure, hedonism, desire to look young and to beindependent.Whatever the form of information presentation - commercials or printedmedia – the verbal message plays a very important role along with visual artifacts.Angela Goddard in her book “The Language of Advertising” emphasizes theimportance of analyzing both visual and linguistic elements in the advertisingmessage: ”The word “text” here (as applied to advertising) is used in its widestsense, including visual artifacts as well as verbal language”.To understand the principles of adaptation it is necessary to compare thetypological features of national identities and mentalities. It is also important tohave an idea of an ordinary consumer in the specified country to be able to performan effective translation. Through globalization, thousands of international brandslike McDonalds, Starbucks, Nokia have come to face a dilemma. On the one hand,they have to preserve the consistency of their brand image, on the other, even thelogo and brand slogan should be adapted to the specifics of the local consumeraudience. For this reason it is essential to find out the cultural discrepancies andexamine all interesting solutions that are used in different advertisementtranslations and adaptations all over the world.